Branding To Differ: The brand building handbook for business leaders.

In Branding to Differ Jean-Luc Ambrosi provides a practical and comprehensive look at best practice branding for those requiring a real understanding of brand development and management. Ambrosi demonstrates that the brand is fundamentally a promise that it impacts both the emotional and rationale mind and that ultimately good branding is about expressing a difference. He shows concisely how to approach brand management holistically throughout the organisation and emphasises which key elements truly impact a brands success. His argument about the need to differentiate is compelling and provides the reader with a step by step approach on how to build a powerful brand. Written from both a strategic and practical perspective it is a road map on how to manage brands beyond the text book concepts and popular clichés. A must read for any senior executive.